THE Ascott Limited, CapitaLand’s wholly-owned lodging business unit, on Monday launched a points purchase feature for its Ascott Star Rewards (ASR) loyalty programme. Read more at The Business Times.
THE Ascott Limited, CapitaLand’s wholly-owned lodging business unit, on Monday launched a points purchase feature for its Ascott Star Rewards loyalty programme.
The feature"provides members with greater flexibility to buy points in advance or gift the points to family and friends as travel gradually resumes across the world", the company said in a bourse filing. It said ASR had"remained a resilient channel to drive direct online booking revenue during the Covid-19 outbreak".
ASR membership has tripled, and the number of direct online bookings from members has quadrupled since the launch of the loyalty programme last year, Ascott said. Currently, 90 per cent of bookings through Ascott’s websites are made by ASR members. The majority of members are from Singapore, China, Australia, France, the Philippines and Malaysia, it added.
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